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editorial

A magazine, newspaper or Web site article that expresses the opinion of an editor or publisher. by Andy Attiliis

That's how Webster defines editorial writing. In this portfolio, for example, there is a lot of editorial writing using samples as exhibits to support the views that I have formed over the years. Detailed descriptions of my work experience and approach, upon which all my editorializing is based, are also included. These descriptions are sectionalized to show their specific relationship to each of the creative functions addressed in this publication.
         How important is it for an editorial writer to provide their credentials? In my opinion, it is very important and should be done whenever possible. Because there is a chance that someone will actually heed our advice, which should be taken as a big responsibility. When our views are expressed on the Internet, the obligation to provide background data is even greater, as there is no shortage of space to do it. Then the burden of measuring expertise, to decide which opinions we like best in a particular field from a certain perspective, is on the reader..
         For instance, my own perspective and experience in creative communications does not include mega budget advertising. I have never done creative work for the Coke's of the world on an International level. That means my view of branding significance is much different than that of those who work on the biggest accounts in the world. I simply wouldn't know how to approach the creative disciplines from their point of view because advertising for that level of exposure is so different from what's ever been appropriate for my clients. Therefore, it makes sense to find and pay attention to editorial writers who work in the same arena as we do to make sure that the ideas expressed best fit our own specific needs.

Andy Attiliis has served as art director for three advertising agencies. Since becoming an independent professional in 1981, he has been hired by nearly every type of business organization. With focused concentration on improving the continuity of a message’s concept and quality, he has often performed multiple creative functions on a single project. His additional experience as a creative director, designer, illustrator and writer have made him an extremely efficient single source art director/creative provider. The kinds of communications for which he has provided art direction range from ads to newsletters, brandings to Web sites.

Copyright 2001 Andy Attiliis. All rights reserved.